The jewellery market is entering 2026 in a clear phase of maturation, with purchasing decisions increasingly well-informed and jewellery more often seen as a store of value rather than merely an aesthetic accessory, according to an analysis published on Monday.
According to the Magnor analysis, customers are more informed and selective, placing greater emphasis on durability, material quality and long-term resale potential. In this context, the company's internal data at national level indicate stability in core preferences, coupled with more refined selection criteria. Gold remains the central material, designs are becoming simpler, and interest in natural diamonds is steadily increasing, driven by their perception as a store of value.
The analysis also shows that gold is no longer seen exclusively as an aesthetic accessory, but as a long-term wearable item adapted to modern lifestyles and with resale potential. This shift is reflected in growing interest in buyback services, through which customers can update their jewellery collections, benefiting from discounts and favourable trading conditions. Old or unworn pieces are brought to Magnor stores and transformed into new jewellery adapted to current trends.
Geographically, gold jewellery sales are concentrated in major urban centres. The cities with the highest transaction volumes for gold jewellery are Bucharest, Timisoara, Cluj-Napoca, Brasov, Craiova, Sibiu and Galati, which combine strong demand with a high level of consumer awareness.
"In 2026, we are focusing on enhancing the customer experience, both online and in stores. We view jewellery not only as an accessory, but as a product in which design and technology are constantly evolving. This is why the Magnor team works closely with international partners and regularly takes part in industry events in Europe and Asia to remain connected to the latest trends and technologies," said Magnor CEO Cosmin Popovici, as quoted in the analysis.
According to the analysis, 14K yellow gold remains the most sought-after, especially for simple, functional jewellery suited to everyday wear, valued for its balance of durability, colour and price, while 18K white gold is preferred for premium pieces set with diamonds. The distinction reflects more mature consumer behaviour, with buyers choosing materials based on purpose, wear frequency and design, while overall demand remains stable, focused on versatile, minimalist pieces where visual volume matters more than weight.
In the gemstone segment, natural diamonds remain the primary choice, valued for their durability, aesthetic versatility and long-term value retention. Growing consumer awareness has led buyers to favour certified stones assessed by the 4Cs (clarity, cut, colour and carat), reflecting a more informed approach to both appearance and investment potential.
Active in the sector for over 18 years, Magnor - an internationally registered brand - operates the most diversified trading platform for jewellery, pre-owned luxury goods, electronics and precious metals.
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